As soon as it was introduced

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Each team uses different personas: Different departments or projects often use different personas, which ultimately leads to inconsistent marketing strategies and product development directions across the organization. Jobs to be done framework: , JTBD, conceptualized and widely known by Clayton Christensen, was seen as an alternative that would overcome the limitations of the personas mentioned above. To summarize his concept, he argues that instead of focusing on specific types of people, brands should focus on answering the question: “Why do people ‘hire’ our products?” Considering that JTBD's most famous slogan is “People don't want 1/4-inch drills, they need 1/4-inch holes,” the goal of his proposal is quite clear. One of Christensen's most famous JTBD case studies explains why Americans buy milkshakes at fast food drive-thrus in the morning.


Through a thorough investigative approach of observations and conversations with customers, Christensen and Cambodia Phone Number Data his team uncovered what “jobs” people “hire” to make milkshakes. When Americans were running late for work and wanted a quick breakfast in the car, and they needed something to keep their mouths full during their commute, milkshakes were hired. Milkshake's Jobs To Be Done example: Focusing on who you are through persona characteristics makes it difficult to deeply understand the business problem you are trying to solve and provide an appropriate solution. This is because most persona profiling focuses on ‘who’ the consumer is and ends up stereotyping the consumer we are trying to understand too narrowly. In contrast, the JTBD framework provides more tangible help in considering proposals to actually solve the problem because it focuses more on what the person is trying to solve rather than who has the problem. Jobs to Be Done Framework The JTBD Framework is an innovative, results-driven process designed to identify and address pain points experienced by customers.




This framework consists of a series of well-defined steps that help businesses assess their customers' needs and tailor their efforts to them. What is different about Jobs to Be Done? In the past, operating with a customer focus meant always having the same approach. However, the principles of JTBD represent an alternative approach that allows for a more direct approach to customers. What is the importance of the Jobs to Be Done principle? JTBD principles can be applied in many areas and can support your company in many ways. For example, consider application areas such as: customer centricity, customer segmentation, marketing, competitive intelligence, innovation, etc. How can you use JTBD yourself? JTBD theory and practice can be a valuable tool in thinking of new ideas and improving your company's value proposition. Jobs to Be Done Business Logic All that is meaningless if we only make potentially biased assumptions based on guesses about our customers. That's why we recommend securing the investment necessary to directly involve your customers.